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CHICAGO, Feb. 7, 2007 – Ford Motor Company today announced it is bringing back the well-known Ford Taurus name, introducing a new name – Taurus X – for its three-row crossover and returning the Mercury Sable to the lineup as upgraded 2008-model versions of all three vehicles go on sale this summer.

“Taurus has been an icon for Ford’s family sedan for more than two decades, and it’s time to return this powerful name to where it belongs,” said Mark Fields, Ford’s President of The Americas, at the Chicago Auto Show. “Consumer awareness of the Taurus name is double the Five Hundred that it’s replacing, and awareness of Sable is triple that of Montego.

“By giving these vehicles the names that consumers recognize at the same time we’re making significant upgrades, we’re confident that even more people are going to be attracted to these great products in the future,” Fields added.

The 2008-model Taurus sedan will go on sale this summer, replacing the Ford Five Hundred. The new Taurus features a Ford Fusion-inspired exterior design, a new powertrain with 60 more horsepower, a new all-wheel-drive system, more standard safety features – including standard electronic stability control – and other refinements to make it more distinctive, quieter, faster and safer.

The 2008-model Taurus X crossover will go on sale late this summer – replacing the Ford Freestyle – with the same design, powertrain and safety upgrades, as well as three row of seats, one-touch flip-and-fold second-row seating and an available power rear liftgate.

The 2008-model Mercury Sable also goes on sale this summer – replacing the Mercury Montego – with extensive design, powertrain and safety upgrades, as well as unique touches that make it a Mercury. They include Mercury’s signature satin aluminum waterfall grille, jeweled projector beam headlamps, distinctive LED tail lamps and a two-tone interior trim with unique accents. Customers preferring a technical appearance can opt for Cyber Carbon – a deep, high-gloss accent resembling carbon fiber. More traditional sophistication is available from two modern wood grain accents – Guitar Maple and San Macassar.

Ford Taurus: An Automotive Icon

The Ford Taurus was a milestone in automotive design when it was introduced in 1985. It was the best-selling car in America for five straight years, starting in 1992. At its peak, Taurus posted annual sales of more than 400,000 units. When production of the original Taurus ended after 21 years on Oct. 27, 2006, nearly 7 million cars had been sold – and an estimated 3.5 million Taurus models remain on the road today

The Taurus name remains powerful today. In fact, it is one of top three most recognized Ford nameplates, behind only the F-Series and Mustang. Consumer awareness of the Taurus nameplate remains at an impressive 80 percent.

“The Ford Five Hundred has been a solid product, and it has one of the highest satisfaction rates in our lineup,” said Cisco Codina, Ford’s group vice president of North America Marketing, Sales and Service. “Once people discover the vehicle, nearly 60 percent end up buying a one.

“The Taurus will be even better thanks to significant upgrades – and, now, a name that people know. Going forward, we’re going to cherish this iconic name with the same clarity, confidence and intensity as we do with F-Series and Mustang,” Codina added.

The new Taurus X crossover builds on the strength of its namesake, while underscoring Ford’s commitment to leadership in crossover vehicles. Crossovers already have surpassed SUVs in annual vehicle sales, and Ford predicts they will become the largest or second largest segment in the U.S. by the end of the decade – with sales of 3 million units.

The three-row, seven-passenger Taurus X will complement the sporty and popular two-row, five-passenger Ford Edge in the lineup. The two crossovers will be joined by yet another large Ford crossover – based on the Ford Fairlane concept vehicle – which will debut later this year and go on sale in 2008.

“The Taurus and Taurus X draw design cues from the Fusion sedan and Edge crossover. This family relationship will be a huge asset. The Fusion is an unqualified success, and the Edge is off to an even faster start than we saw for the Fusion,” Codina said.

Sable Returns to Mercury

The Sable name today maintains an impressive 60 percent consumer awareness level. With the new 2008-model, Sable will offer the same differentiation that already is proving to be a success in the marketplace with the Mercury Mariner and Mercury Milan.

“Our newest Mercurys are attracting new customers and doing a great job at appealing to women,” Codina said.

“The Mercury Mariner attracts more new customers today to Ford and Lincoln Mercury than any other nameplate, except the Ford Mustang. And about half of Mercury Milan customers are women, which is a higher rate than for the Honda Accord, Toyota Camry or Volkswagen Passat,” Codina added.

Mercury’s signature design cues – including satin aluminum accents, high contrast interiors and upscale trim and detailing – will differentiate the new Sable from the Taurus in the same way as the Mariner and Milan.

I don't know, even with the added power, the 500 looks horrible with the gillette plastic-chrome grill and the 1990's headlights. I don't think the Taurus name can save it.

The Montego is the best looking of the three, those headlights on the Freestyle look like shit..

Lessons learned? 0

Now, of all things, the damn Freestyle (Taurus X) looks like a mini-me Expedition. As for the Montego (Sable), making it look almost identical to the Milan isn't smart either. WTF? Is the same dumb designer doing all these vehicles? Right on. This boat is gonna sink.

Edited by JLaudioF150, 06 February 2007 - 09:46 PM.

When life hands you a lemon, make some lemonade, piss in it, and give it to the next guy...

The all new 2008 Taurus, for all of you who always wanted that 1995 Passat with a disposable razor blade grill!!!!!!

The new "Sable" looks best, I liked the Montego name though, Sable never sounded good.

I'd rather Ford have waited until they could give the D3 cars a complete re-design before re-naming them. A nice modern look, no razor blade grill, and a shortening of the 4 foot front overhang would have been nice..

1) The good: by dropping the ill-connected Freestyle name and branding the new crossover as some sort of "Taurus wagon" is a great move. The name "Taurus X" is iffy, though.

2) Bringing back the Taurus name brings buyers into the showrooms based on name recognition, but the strength of the car needs to show itself. Five Hundred has a certain amount of innovation to it and certainly has safety down pat, which was what the Taurus partially sold itself on. Now it needs that 3.5 to show the power because it can't be a slug.

3) Slapping the Taurus name on the Five Hundred is a better choice than slapping it on a midsize. Hear me out: Baby boomers who bought a Taurus with positive results might want a larger car and, boom, there's the new Taurus.

4) Because the new Taurus/Five Hundred does not have any of the styling cues that the 1986-2006 Taurii had, the design language is different, forcing a mental disconnect.

5) (Kool Aid glass finished): If Ford can pump up the iconography of the innovation that the original Taurus had, then they'll have a winner. Otherwise, mmmmmm not sure. Huge interior space and SUV-style seating might be positives.

In fact, looking at the new car -- the same car I've seen as the 2008 Five Hundred for months now on BON -- I see a better car just because of the Taurus name. Maybe I'm stupid about this, but Taurus does hearken some positive imagery, whereas Five Hundred does not.

Just keep it out of the fleets and make sure the reliability is superb and people might just come back.

Edited by Roadrunner, 06 February 2007 - 10:02 PM.

2006 Ford Fusion SEL - bought 13 July 2006

And a '99 Mountaineer doing it in the snow:50,000 miles on the odo, this is going to be great!

Maybe to you, but some people have a love hate relationship with the Fusion. Personally, I love to hate it, and will knock it down any way I can. "Somebody" posted in the January sales thread that the Fusion was Ford's top selling car for Jan. Savor that hollow victory, boys. The Taurus is back!

Taurus X? I don't care for that one...I'd prefer Taurus Country Sedan, if Ford is intent on reusing names from the past.

Freestyle, however, was not a good name...it was too close to Freestar. How many news articles from major publications repeatedly confused those two names?

I will say that the new front end, along with the 3.5 V-6, are big improvements, and are what the Freestyle...or Taurus X...needs in the marketplace, especially since the new GM crossovers seem to be quite a bit more expensive than this Ford.

According to the spokesmodel at the Philadelphia Auto Show Saturn display, the new Outlook will start at $32,000. The GMC Acadias on the floor - two SLT models equipped with AWD and the big sunroof - stickered for over $43,000.

I have been considering trading my '02 Eddie Bauer Explorer for the upgraded Freestyle. I like the new nose and the 3.5. The Taurus X name doesn't do much for me. I didn't care for Freestyle either. I do like the addition of the Eddie Bauer version. When it hits the showroom floor I will definetely take a look. Montego was a better name than Sable in my opinion.

Ford better do a real media blitz to resolve all of the confusion this is going to cause. They ought to do something to appease the 500/Freestyle/Montego owners whose cars are now orphans.

An SHO replacement should be the next priority. That will get the auto mags talking up the change as long as its done right.